The influence of customer satisfaction, brand trust and brand image towards customer loyalty

Customer loyalty always become the important concern in the business organization. The main purpose of this study is to examine the influence of customer satisfactions, brand trust and brand image towards customer loyalty. This study focused on branded computer product industry. The main problem in the industry is high competitiveness. It make it hard for the manufacturer to obtain customer loyalty because of the market competitiveness. Literature review regarding computer industry in Malaysia and all items in independent and dependent variables has been discussed in order to provide better understanding regarding past, present, and future needs in study area. The indepth review of literature has led to the establishment of a research framework focused on examining the influence of customer satisfactions, brand trust and brand image towards customer loyalty. In this regard, an online survey using Google forms was conducted among post-graduate students under School of Business Management, Universiti Utara Malaysia. There are 269 students participated in the survey. The data collected through Google forms consist of six parts were analysed using SPSS. The results showed that customer satisfaction, brand trust and brand image have positive and significant influence towards customer loyalty. In last chapter, the discussion and explanation on limitation, theoretical and practical implications, limitations, direction for future research. This study proved that long term success and sustainable reputation of branded computer product company, depended on customer loyalty. The study recommends fulfilling customer expectation is the main priority to retain and enhance customer loyalty.